16. Choosing the Right Keywords

One of the most important factors in creating a successful AdWords ad and campaign is the set of keywords you choose. Select the right keywords and everyone searching for a given topic will see your ad; select the wrong keywords and nobody will be searching for them.

How do you know what keywords to choose? It’s as much an art as it is a science, as you’ll soon discover.

What Is a Keyword—and Why Is It Important?

A keyword is a word that someone includes in a search query. Similarly, a keyword phrase (sometimes called a key phrase) is a group of words that someone includes in a query. In other words, keywords and phrases are what people search for. And, as you know, Google uses these search queries to match ...

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